He quoted Tim Hyland, Centurion’s U.S. Race Director: "It was tough to gain any momentum and get it to grow where we wanted it to grow. It was a regrettable decision."

Competing with the Best Dam Bike Tour and the Dairyland Dare on a crowded August ride list, the Centurion drew less than one-third the number of riders that had been targeted. Organizers didn’t cover their costs, even with a $120 registration fee for the 100-mile ride.

Storms hit the morning of the 2010 and 2011 rides, adding to the challenges.

"We didn't have the expectation that we're going to rake in all sorts of money out of the gate," Hyland said. "But at the same time, two races with storms like that doesn't make it a lot easier."